‘Commonwealth Tok’: How the digital landscape is evolving on TikTok in a post-ban era
When TikTok was banned for a mere 12 hours in the US, a phenomenon emerged – ‘Commonwealth Tok’ – which challenged the platform’s US-centric algorithm. But what does this shift signal for the media and marketing industry? Justin Carter, business development manager (marketing) at Fresh Marketing and novice TikTok creator with 19.8k followers, explains.
The recent TikTok ban in the United States has shone a spotlight on the platform’s global dynamics, sparking a movement among Commonwealth nations to amplify local creators and challenge the platform’s US-centric algorithm.
For the marketing, advertising, and social media industries, this shift signals a potential transformation in how brands approach influencer marketing and organic content strategies.
During the 12-hour US TikTok outage, creators from Australia, Canada, New Zealand, and the UK saw a surge in visibility and engagement. The absence of American users revealed a refreshed TikTok experience, one that many described as supportive and community-driven.
